The Facebook You Never Knew: Tips for Marketers

THE FACEBOOK

YOU NEVER

KNEW

An introduction to Facebook Page Management for marketers

by Alexis Cheong,Strategy PlannerDDB Group Singapore

Twitter/Instagram/Facebook: @alexischeong

© Alexis Cheong 2013. Private and confidential.2

What do you know about

Facebook?* 35% of your friends see your posts on Facebook

http://www.businessinsider.com/35-percent-of-friends-see-your-facebook-posts-2013-8


Some fresh stats

All pointing to the fact that Facebook is huge and here to stay

http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/


Attention all marketers!There is a side to Facebook that you might not know about

Understand the role of creative agency x Facebook

so as to excel

Understand how media works/don't get cheated

Learn something new - see Facebook from the other side

Purpose today


10 Steps to using Facebook for marketing

1. Decide on key objectives (they are the guiding force to everything you do) on Facebook vs others

2. Find the best target audience to nurture as the community

3. Listen to what they are saying (using Radar, for example)

4. Set up the Facebook Page, grab the URL and fill up the About sections

5. Create an engaging Page content calendar, approved by client - but don't put out your best first (it is not a website)

•Simultaneously run Facebook ads and promos (they boost your conversion rates) to gain fans

6.Review performance of Page posts, promos (only 5% of all tab visitors will take part) and ad performance

7.Optimize optimize optimize

8.Report to client and match to key objectives set

9.Rinse and repeat from step 5 to 9


Behind the scenes

Pages Insights Ads


Facebook Page Management

Global Brand PageWith local content

Local Page


it's not as simple as you think.Anyone can set up a Page, but


Listen

Plan

ExecuteReview

Optimize

Process

Always OnCommunity

management


4Cs for a successful Facebook Page

Content

“On brand”PurposefulValuable Conversations

AuthenticPositive

Customer ServiceSpeedyHelpful

The right tone of voice

Community


The 60-20-20 Rule

“Lifestyle” content your community cares about, non-brand related

60%

Even if content is non-brand related, the tone, style and visual identity and even products of the brand should come through strongly.

E.g. The Daily Twist by Oreos

Promos/Samples/Contests

20%

Good way to engage and gain fans, but might attract contest junkies.

Brand content

20%

Brand history, trivia, products, ambassadors, PR news etc.


Building an Editorial CalendarDate StatusTheme(country) Copy Link, photo, video

Photos and short text questions work the best on Facebook, so be visual, be quick.


Community Management

RESPONSE CONSIDERATIONS

TransparentDisclose affiliations

IntelligentAlways cite sources

TimelyQuickly and accurately

ProfessionalRepresenting the brand

ConsistentTone and style

Monitor for future similar posts or threads. Escalate as appropriate.

Consider response elsewhere to correct inaccuracies and

dilute online criticism

Respond and propose a resolution

NEGATIVE:Is response required?

Rage

Troll

Unhappy customer

Misguided

POSITIVE:Is response required?

Acknowledge:Agree/thank fan

Correct:Correct inaccuracies

Engage:Recruit as an ambassador

No response

http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/

Generally, all comments should be acknowledged within 48 hours.


Promotional Guidelines

Facebook can now be used to run contests on the Wall by asking

fans to like, comment, share, but not tag.

More info:

https://www.facebook.com/page_guidelines.php

© Alexis Cheong 2013. Private and confidential.

Image Guidelines 2014 edition• Cover Photo: 851 x 315 pixels

• Profile image: 160 x 160 pixels

• Image post: Resized to fit 403 pixels (width) or 504 pixels (height), up to 2048 pixels

• Highlight image post: : Resized to fit 843 x 504 pixels

• Video preview thumbnail: 403 x 226 pixels

• Link post thumbnail: 1200 x 627 pixels

• More at: http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/

15


Case Studies


Israel's Anti-Drug Authority Timeline Campaign, Jan 2012

Not a sustainable campaign - meant for interruption but not interaction.


Snapple Facebook PageGreat Page management/content


The Facebook page promised that for every person who liked the

village's page, the mayor's office would print out his or her picture

and post them on the office bulletin board — creating a real

human element to online interactions.

Graubunden soon got 16,000 fans, which is 200 times more

people than the town has inhabitants.


http://www.facebook-studio.com/gallery/submission/airasia-friendsy


Facebook Insights


Page, Posts, People


Page

See what you viewed

See where you came

from


Posts

Look at how your Posts are performing


People


People

6,46910pm


Facebook Ads


Anyone with a credit card can advertise on Facebook.


You can advertise for a Page, App

or URL.

Customize the “ad” with thumbnail and copy.

Use Sponsored Stories to

capitalize on friend

actions.

According to research presented in the

journal 'Science', if you 'like' an article, someone else who

reads it is more likely to do the same (32%

increase!)

Set Up


Promote a Page Post as

an ad. Bump up* your Page

Post visibility - to fans or non-fans

* Some have reported a

drop in EdgeRank after using promoted posts - so

decide carefully.

Do you know? Pages organically reach about 16% of their fans on average.

Set Up


Example

Targeting


We also know from Ads Targeting...

•There are 3.2 million people in Singapore on Facebook•1.48 million use iOS, and 1.48 million use Android (!)•20,000 are currently travelling•There are more dog lovers (138,000) than cats (74,000)

•There are 20,000 more singles than married people•There are 860,000 college grads


Ad Bidding


Ad Acronyms & Benchmarks

Acronym What it stands for Benchmark

CPC Cost Per Click<$1 for SG, <$0.50 for MY/PH/ID

$1-$1.50 for US/Europe

CPM Cost Per 1,000 Impressions Generally 20% less than CPC

CTR Click Through RateAnything below 0.023% should be

stopped

CPF Cost Per Fan $1-$4 (depending on category)



Like this?Facebook is a social network, not just an advertising platform.

People are looking for social and personal benefits that content and media can give, on every social network.

Agencies need to understand how Facebook works (and other social networks) in order to build stronger brand equity. Always include social in your campaigns!

Now you know.


Q&A

Social Media

The Facebook You Never Knew: Tips for Marketers